Grill'd had a new $3.50 value menu, designed to give Macca’s a run for your money. But we weren’t a brand known for discounts.

The fix was in the name. “Thrifty” made ‘three-fifty’ sticky, and repositioned a budget offer as the smart choice for savvy snackers.

The Thrifty menu was possibly my most commercially effective work at Grill’d, delivering a 5x increase in volume during key dayparts, without cannibalising other products.